Product Rebrand

Auction.com is the nations leading online real estate marketplace focused exclusively on the sale of residential bank-owned properties and foreclosure properties.

It was reaching the ten year anniversary of auction.com what better than to celebrate with a company rebrand, it was about six years since any significant brand design changes were implemented.

The Problem

01

Auction.com needed to target a broader audience to increase its user base.

02

The new brand was developed by an outside design agency with marketing before the product team was pulled into the redesign project.

03

Our existing style guide was limited, difficult to use and was not consistently implemented into the products.

Vision & Strategy

As the lead designer on this project, I facilitated the breakdown of all the product components that needed to be redesigned, built, and strategized. By working closely with the marketing, engineers, PM’s and business stakeholders, we defined strategy roadmap.

The Homepage

To kick this initiative off the product team held a design workshop with the marketing team. From there the agenda was:

Competitive Analysis

Feature Brainstorming

Feature Poll

User Testing

Who were we building the hompage for?

Project Hypothesis

First time visitors may not immediately understand what Auction.com is, and this confusion may prevent them from engaging with our site.

Introducing meaningful content may give them reasons to trust ADC and encourage them to explore further.

The Winner: Search Optimized

80% of the user testing felt more positive towards the searched optimized homepage.

The What, How, and Who we are.

Homepage Wins

Native Mobile Apps

The challenge with our mobile apps was they were fragmented with nomenclature and design.

1 to 1 comparison between android, iPhone, and iPad

Align the apps for consistency and design

The End Product:

Mobile Wins

The Style Guide

The heart of all our products was the style guide. Our style guide needed a complete revamp of the visual product components and functionality.

Who would benefit from this?

Current and future designers

Our developers

Day to day users

Divide and Conquer

Breaking all the components among the designers for weekly sync-ups to quickly update the style guide and developer toolkit.